Pengaruh E-Service Quality, E-Satisfaction dan E-Trust Terhadap E-Loyalty Konsumen Pengguna Gojek
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Abstract
Penelitian ini bertujuan untuk menganalisis Pengaruh E-Service Quality, E-Satisfaction, E-Trust terhadap E-Loyalty pada konsumen aplikasi Gojek yang berdomisili di provinsi DKI Jakarta. Penelitian ini dilatarbelakangi oleh semakin meningkatnya penggunaan Gojek sebagai saluran pemasaran digital yang mampu membangun loyalitas konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain penelitian asosiatif. Telah melakukan pretest dengan 30 responden. Data primer dikumpulkan melalui kuesioner yang disebarkan secara daring kepada 120 responden yang telah memenuhi kriteria penelitian, yaitu konsumen yang berusia minimal 18 tahun, berdomisili di Jakarta Barat dan telah melakukan transaksi dalam kurun waktu enam bulan terakhir. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS. Hasil penelitian menunjukan bahwa E-Service Quality berpengaruh terhadap E-Satisfaction dan E-Loyalty, E-Satisfaction berpengaruh terhadap E-Loyalty dan E-Trust berpengaruh terhadap E-Satisfaction dan E-Loyalty. Penelitian ini dapat menjadi acuan bagi Gojek dalam merancang strategi pemasaran yang lebih optimal di masa mendatang.
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References
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